MillerCoors has taken another shot at AB InBev in what's becoming an almost daily back-and-forth between the two brewing giants, who've been feuding since Bud Light's attack ads on the Super Bowl over its competitors' use of corn syrup.
The latest salvo actually harks back to the Super Bowl itself, with a new spot by DDB for Miller Lite that imagines what might have happened on the set of the Bud Light/Game of Thrones spot—this year's Super Clio winner for the game's best ad—in the aftermath of the shoot.
Let's just say everyone's love of Bud Light ends pretty quickly when the cameras stop rolling. The end line is, "In the real world more taste is what matters."
A second spot called "Snow" has a similar theme:
Both ads will air during coverage of the NCAA men's basketball tournament on TV and online, according to the Wall Street Journal.
Bud Light responded quickly to the new Miller Lite work on Wednesday morning, rolling out its own spot within a matter of hours in which the Bud Light king says that if Coors Light wants to imitate Bud Light's commercial, it should also imitate its transparency about its ingredients.
In a statement to Muse, Bud Light vp of marketing Andy Goeler said: "In the real world, people want to know what's in their beer. We hope MillerCoors is also planning to imitate us by adding ingredient labels to their packaging. It's good for the consumer and the right thing for the beer industry too. Our focus on transparency has always been motivated by consumers, and Bud Light is going to continue to push transparency forward and give them what they demand."
The latest exchange comes a week after MillerCoors' other big light-beer brand, Coors Light, announced the creation of a special bar tap that lights up and dispenses free beer whenever it hears a Bud Light attack ad.